I somewhat support this point of view, from admittedly selfish interests. I dont support advertising schemes online that dont give me (the consumer) something.

I somewhat support this point of view, from admittedly selfish interests. I dont support advertising schemes online that dont give me (the consumer) something. i.e i expect online advertising to create a system where if I choose to click, I am rewarded with a discount,or some such, otherwise they just impede on my time (and on my phone, its not trivial, ads take longer time to download any content) Many useful sites and services seem to completely rely on advertising as opposed to the service they actually provide, this is all well and good, but as long as advertising is the same mode of operation it used to be offline (and what did change between offline and online? metrics, nothing much else) i agree with you that I dont think LBS can monetize until the advertising market creates another alternative. The concept of online advertising is generally a two way, service provider and ad provider, it would be better if it will be a three way, rewarding the consumer as well.